First, the principles of the preparation of marketing plans.

In order to improve the accuracy and scientificity of the planning book, we must first grasp several main principles of its preparation;

First, the principle of logical thinking. The purpose of planning is to solve the problems in enterprise marketing and prepare the planning book according to the thinking of logical thinking. The first is to set the situation, explain the planning background, analyze the current situation of the product market, and then come clean about the purpose of the planning center; Secondly, the specific planning content is elaborated in detail; The third is to clearly put forward the countermeasures to solve the problem.

Second, the principle of simplicity and clarity. We should pay attention to highlight key points, grasp the core problems to be solved in enterprise marketing, deeply analyze and put forward feasible corresponding countermeasures, which are highly targeted and have practical guiding significance.

Third, the operating principle. The prepared plan is to guide the marketing activities, and its guidance involves everyone's work and the handling of the relationship between various links in the marketing activities. So its operability is very important. No matter how good the scheme idea is, it has no value. If it is not easy to operate, it will inevitably consume a lot of people, money and things, and the management is complicated and the effect is low.

Fourth, the principle of originality and novelty. The "idea" (creativity) that requires planning is new, the content is new, and the expression method is also new, giving people a brand-new feeling. Novel originality is the core content of the planning book.

Second, the basic content of the marketing plan.

According to the truth, there is no fixed format for the plan book. According to the different requirements of products or marketing activities, the planning content and format have also changed. However, from the general law of marketing planning activities, some elements are the same.

Therefore, we can discuss some basic contents and writing format of marketing plan. Cover? The cover of the planning book can provide the following information: ① the name of the planning book; 2 plan customers; (3) The name of the planning organization or planner; (4) Planning completion date and planning applicable time period. Because marketing planning has certain timeliness, the market situation in different time periods is different, and the marketing execution effect is also different.

The main body of the planning book mainly includes:

First, the purpose of planning.

It is necessary to establish a clear point of view on the goals and objectives to be achieved in this marketing plan, as the driving force for the implementation of this plan or to emphasize the significance of its implementation, so as to require all employees to unify their thinking, coordinate their actions, and work together with Qi Xin to ensure the high-quality completion of the plan.

There are many problems in enterprise marketing, but in a word, there are only six aspects:

In the early stage of starting a business, there is no systematic marketing strategy, so it is necessary to plan marketing plans according to market characteristics.

With the development of enterprises, the original marketing plan has not adapted to the new situation and needs to be redesigned.

Enterprises need to adjust their marketing strategies accordingly and reform their business direction.

The original marketing plan of the enterprise is seriously wrong and can no longer be used as the marketing plan of the enterprise.

The market situation has changed, and the original distribution scheme has not adapted to the changed market.

Under the general marketing plan, enterprises need to design new phased plans in different time periods according to market characteristics and market changes.

For example, in the copy of Great Wall computer marketing planning, the purpose of planning is very specific. First of all, it emphasizes that "the marketing of 9000B is not only the marketing of an ordinary product of the company", and then explains the importance of the success or failure of 9000B marketing on the long-term and short-term interests of Great Wall series companies, requiring the leaders of all levels and departments of the company to reach a * * * understanding and complete the task well, making the goal direction of the whole scheme very clear and prominent.

Second, analyze the current marketing environment.

Have a clear understanding of the market, competition and macro environment of similar products. It provides a basis for formulating corresponding marketing strategies and adopting correct marketing methods. "Know yourself and know yourself", so this part needs planners to know more about the market. This part mainly analyzes:

1, current market situation and market prospect analysis:

① Marketability, actual market and potential market conditions of products.

(2) Market growth, which stage of the market life cycle the product is currently in. What is the marketing focus of product companies in different market stages, the effect of corresponding marketing strategies, and the impact of demand changes on product markets.

Consumer acceptance, which requires planners to use their own information to analyze the development prospects of the product market.

For example, the planner's analysis of DENNET's entry into the market in the marketing advertising planning case of a brand of mouthwash "DENNET" in Taiwan Province Province is quite wonderful. As pointed out in the product market growth analysis:

① The good performance of the similar product "Li Shidelin" shows that "De" has little risk of entering the market.

② The widespread acceptance of another similar product "Su Jie" shows that "Li Shidelin" is defective.

(3) Mouthwash belongs to family members' products and has a great market.

(4) The improvement of living standards and the increase of the middle and upper classes indicate its future market growth.

2. Analyze the influencing factors of product market. BR> mainly analyzes uncontrollable factors that affect products, such as macro-environment, political environment and economic conditions of residents, such as consumer income level, changes in consumption structure and consumer psychology. For some products that are greatly influenced by technological development, such as computers, household appliances and other products, the influence of technological development trends should be considered in marketing planning.

Third, analysis of market opportunities and problems.

Marketing planning is the grasp of market opportunities and the application of strategies, so the analysis of market opportunities has become the key to marketing planning. Only by finding the right market opportunity, planning is half the battle.

1. Analyze the current marketing situation of products. The specific problems existing in general marketing are manifested in many aspects:

The company's reputation is not high, and its poor image affects product sales.

The product quality is not up to standard, the function is not complete, and it is left out by consumers.

The product packaging is too poor to arouse consumers' interest in buying.

Improper product price positioning.

Poor sales channels or wrong channel selection hinder sales.

Promotion means are useless, and consumers don't understand the products of enterprises.

Poor service quality makes consumers dissatisfied.

Insufficient after-sales protection and worries of consumers after purchase may be problems in marketing.

2. Analyze the advantages and disadvantages according to the product characteristics. Discover the disadvantages from the problems to be overcome, the opportunities from the advantages, and explore its market potential. Analyze the characteristics of each target market or consumer group, segment the market, try to meet different consumer needs, focus on major consumer groups, find out the gap with competitors, and make good use of market opportunities.

Fourth, marketing objectives. The marketing target is the specific target that the company will achieve on the basis of the above objectives and tasks, that is, the economic benefit target to be achieved in the implementation of the marketing planning scheme: the total sales volume is.

Verb (abbreviation of verb) marketing strategy (specific marketing plan)

1, marketing purpose:

General enterprises can pay attention to the following aspects:

Expand the market smoothly with a strong advertising offensive, accurately locate products, highlight product characteristics, and adopt differentiated marketing strategies.

Pay attention to the main consumer groups of products.

Establish a wide range of sales channels and continuously expand sales areas.

2. Product strategy: Through the analysis of the opportunities and problems in the early product market, put forward reasonable product strategy suggestions, form effective 4, and achieve the best results.

1) product positioning. The key to product market positioning is to find the vacancy in customers' hearts and let the products start the market quickly.

2) Product quality function scheme. Product quality is the market life of products. Enterprises should have a perfect product quality assurance system.

3) Product brand. To form a certain popularity and reputation and establish a well-known brand in the minds of consumers, we must have a strong sense of brand creation.

4) product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction.

5) Products and services. Attention should be paid to the improvement and improvement of product service mode and service quality in planning.

3. Price strategy. Only a few general principles are emphasized here:

Enlarge the price difference between wholesale and retail and mobilize the enthusiasm of wholesalers and middlemen.

Give appropriate discounts and encourage more purchases.

Based on cost, with the price of similar products as reference. Make the product price more competitive. If the enterprise takes product price as its marketing advantage, it should pay more attention to the formulation of price strategy.

4. Sales channels. What are the sales channels of products at present? What are the plans for the expansion of sales channels? Take some practical policies to encourage the sales enthusiasm of middlemen and agents or formulate appropriate incentive policies.

5. advertising.

1) principle:

(1) Obey the company's overall marketing strategy, establish the product image, and pay attention to establish the company image at the same time.

(2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, it is necessary to put consistent advertisements in a certain period of time.

③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect.

(4) Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and carry out them flexibly at the right time, such as major holidays and commemorative activities of the company.

2) The implementation steps can be as follows:

(1) product image advertising in the early planning period.

(2) After the sale, timely launch the advertisement of wanted agent.

(3) put promotional advertisements before holidays and major events.

④ Seize the opportunity to conduct public relations activities and reach out to consumers.

⑤ Make active use of news media, be good at creating and using news events, and improve the popularity of enterprise products.

6. Specific action plan.

According to the characteristics of each time period in the planning period, various specific action plans are put forward. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.

Sixth, planning the cost budget. This part records the cost input in the whole marketing plan promotion process, including total cost, stage cost, project cost and so on. Its principle is to get the best effect with less investment. The cost budgeting method is not discussed in detail here, and enterprises can make specific analysis and formulation based on experience.

Seven. Program adjustment.

This part is a supplementary part of the planning scheme. During the implementation of the plan, there may be places that are not suitable for the actual situation, so the plan must be adjusted in time according to the feedback from the market at any time.

The preparation of marketing plan generally consists of the above contents. Different products and marketing objectives of enterprises can also focus on various contents in the preparation.